Presentation from SES NY, 2012, by Avi Wilensky of Promediacorp, discussing UX, responsive web design and overall mobile SEO best practices and trends.

1. Driving
Mobile
Traffic:
SEO
Avi
Wilensky
CEO/Founder
Promediacorp
637
W.
27th
St.
8th
Floor
New
York,
NY
10001
New
York
|
March
19–23

2. New York | March 19–23, 2012 | #sesny
About
Promediacorp:
• SEO/SEM
agency
located
in
Chelsea,
NYC
• Launched
first
online
marke>ng
campaign
in
1995
• First
SES
in
2005
• Current
clients
include
Sony
Music,
MTV,
McGraw-­‐Hill,
Bluefly,
&
More.
• Amazon
Web
Services
provider,
member
SEMPO,
SEOmoz
Recommended
Company
• Launched
Statdash.com
in
2011,
1000+
members
Your logo here @aviw

3. New York | March 19–23, 2012 | #sesny
WHAT
IS
MOBILE
SEO?:
• No
standard
defini>on,
or
even
consensus
that
it
exists
• Depends
on
who
you
ask
•
If
Mobile
>
Desktop,
shouldn't
it
just
be
called
SEO
vs
Desktop
SEO?
* Goal: UX up, bounce rate
down
•
Goal:
UX
up,
bounce
rate
down
•
Focus
on
site
architecture
and
consolida>on
of
link
equity
Your logo here @aviw

4. New York | March 19–23, 2012 | #sesny
BAD
UX
=
RETURN
BACK
TO
SERPS
* Goal: UX up, bounce rate
down
Duration < 1 sec
Your logo here @aviw

5. New York | March 19–23, 2012 | #sesny
TARGET
BY
USER
AGENT
OR
SCREEN
RESOLUTION?
• Which
makes
more
sense?
• Easier
to
target
by
device
on
legacy
/
exis>ng
pladorms
• Requires
the
subdomain
vs.
subfolder
vs.
TLD
debate
• Subdomain
is
usually
easiest
to
implement,
but
SE’s
see
them
as
2
separate
sites,
which
may
divide
your
link
equity
• Mobile
specific
pages
subject
to
transcoding
(new
tag
to
resolve
it
<link rel="alternate" media="handheld"
href="alternate_page.htm”/> ) hgp://bit.ly/FPTWkG
Your logo here @aviw

6. New York | March 19–23, 2012 | #sesny
EXAMPLE:
MOBILE
OPTIMIZED
USER
EXPERIENCE
• People.com
redirects
tablet
users
to
present
a
beger
user
experience
for
faster
page
flipping
* Goal: UX up, bounce rate
down
Your logo here @aviw

7. New York | March 19–23, 2012 | #sesny
ENHANCED
UX
FOR
MAN
HANDS:
• Fat
Thumb
Syndrome
–
design
differently
by
padding
3D
bugons,
don’t
require
zoom
to
read
* Goal: UX up, bounce rate
down
Your logo here @aviw

8. New York | March 19–23, 2012 | #sesny
EXAMPLE:
MOBILE
FALLBACK
• Nike
built
an
iPad
version
to
workaround
their
flash
site
Nike’s tablet site Nike’s homepage text view
* Goal: UX up, bounce rate
down
Your logo here @aviw

9. New York | March 19–23, 2012 | #sesny
RESPONSIVE
WEB
DESIGN:
• Device
agnosac;
uses
the
media
query
in
CSS3
to
detect
the
display
size
-­‐
layout
renders
as
a
result
of
screen
real
estate
available.
• Ability
to
detect
portrait
and
landscape
mode,
and
render
layout
appropriately.
• Trick
is
using
ems
or
%
of
available
height/width
instead
of
using
pixels
• Ethan
Marcoge
coined
the
term
Responsive
Web
Design
(RWD)
in
his
ar>cle
in
A
List
Apart.
hgp://bit.ly/FWCMgy
• Mobile
centric
approach,
as
a
form
of
graceful
degradaaon
Your logo here @aviw

10. New York | March 19–23, 2012 | #sesny
RESPONSIVE
WEB
DESIGN:
Pros: Cons:
Single URL = maximum link equity Tricky to implement on existing sites
No server side redirection = faster Need to design with multiple screen
sizes and orientations in mind
Fewer URL = more crawl budget No IE8 Support / Older FF
One HTML page = less maintenance More calls = slower page load (start
@ 320 reduces asset load)
Support web enabled TV’s too Lacks support for common ad sizes
Your logo here @aviw

11. New York | March 19–23, 2012 | #sesny
DIVIDING
LINK
EQUITY:
Your logo here @aviw

12. New York | March 19–23, 2012 | #sesny
EXAMPLE
SITE:
PROMEDIACORP.COM/LANDING
Desktop Tablet Handheld
Your logo here @aviw

13. New York | March 19–23, 2012 | #sesny
WHAT
DO
THE
ENGINES
PREFER:
Google: One URL With Special Stylesheet Is Easy Mobile SEO http://bit.ly/FQFd4T
2/20/12
Bing Takes Clear Stance On Mobile SEO: One URL http://bit.ly/FQ1OBg
3/27/12
Your logo here @aviw

14. New York | March 19–23, 2012 | #sesny
NEW
GOOGLE-­‐MOBILE
BOT:
• New
smartphone
Google-­‐mobile
bot
looks
at
smart
vs.
feature
phones,
not
by
device
type
* Goal: UX up, bounce rate
down
Feature Phones:
Smart Phones:
Your logo here @aviw

15. New York | March 19–23, 2012 | #sesny
NEW
GOOGLE-­‐MOBILE
BOT:
• New
Googlebot
improves
UX
by
displaying
the
des>na>on
URL
in
the
SERPs
–
decreases
latency
by
avoiding
mobile
redirects.
* Goal: UX up, bounce rate
down
Your logo here @aviw

16. New York | March 19–23, 2012 | #sesny
EVERYONE
LOVES
A
GOOD
TOOL:
Adobe Shadow *NEW http://adobe.ly/FSB40l
GoMoMeter http://bit.ly/FS8q2m
Phone Simulator http://bit.ly/FRI12O
User Agent SwitcherGoal:
* UX up, bounce rate
http://bit.ly/FRCXPt
Tiny Fluid Grid down http://bit.ly/FQ5QLC
Initializr http://bit.ly/wv3vDi
Less Framework http://bit.ly/FRwLqR
320 and Up http://bit.ly/FQbwGi
WURFL http://bit.ly/FQ81P3
Your logo here @aviw

17. New York | March 19–23, 2012 | #sesny
KEY
TAKEAWAYS:
• Use
a
single
URL
unless
you
plan
on
targe>ng
specific
devices,
or
have
budget
/
resource
constraints
• Start
with
a
mobile-­‐centric
approach,
and
work
outward
• UX
is
key
–
know
your
audience
• Leverage
exis>ng
frameworks
to
help
get
started
with
RWD
Your logo here @aviw